The Founder’s Journey: Lizeth Cuara and Misty Phases
Entrepreneurship doesn’t always stem from market opportunities; sometimes, it arises from personal experiences and the desire to help others. This was the case for Lizeth Cuara, founder and CEO of Misty Phases, who transformed her postpartum journey into a business specializing in women’s recovery products with an international presence and rapid growth.
Addressing a Gap in the Market
After becoming a mother, Lizeth Cuara faced an under-supported reality: the lack of assistance for women’s physical and emotional recovery after childbirth. She also struggled to find quality products that genuinely helped during this stage.
Blending Tradition and Modernity
To develop Misty Phases, Lizeth Cuara combined traditional remedies, like the herbs grandmothers used postpartum, with a contemporary vision of female well-being. The process took four years, involving product design, tailored fabric selection, and significant time investment before launching the products.
Leveraging TikTok for Growth
When the project was ready, the digital landscape had evolved. Facebook and Instagram were no longer effective for launching new brands, so Lizeth decided to focus on TikTok. She aimed not just to sell belly bands but to educate women on postpartum self-care, connecting with a community seeking real solutions for postpartum recovery.
Rapid Expansion and Operational Challenges
Misty Phases began officially in 2023 in Los Angeles, USA, with an initial goal of selling 50 pieces a month. However, within three months, they sold out entirely, forcing them to produce thousands of units.
International demand led Lizeth to create a dedicated online platform for Mexican market products, as logistics and costs necessitated sourcing from Mexico.
Understanding the Consumer: The Key to Business Success
Misty Phases’ primary markets are Mexico and the USA, though they also receive orders from Dubai, London, Spain, Colombia, and Ecuador, mainly from Latinas or Mexicans living abroad.
Their strategy includes collaborations with authentic influencers and strengthening customer service, especially in Mexico where additional references are often needed for successful deliveries.
Lizeth learned the consumer profile well, discovering that many women save specifically for postpartum belly bands. This emphasized the importance of clear product value communication, making kits the best-selling items.
Inventory Management: A Major Challenge
One of the biggest challenges has been inventory management, a common issue for rapidly growing businesses.
Lizeth recalls periods of having no inventory for months, as products sold out quickly. To address this, they implemented pre-orders despite potential three-month wait times.
Balancing Entrepreneurship and Motherhood
For Lizeth Cuara, entrepreneurship hasn’t been a simple path, especially when combining business management with raising her daughter.
She started Misty Phases with a clear goal: to have time for her daughter, not necessarily to become wealthy. This philosophy remains the core of her business.
She doesn’t aim to grow at the expense of neglecting her personal life. For Lizeth, “Success isn’t just measured in sales or expansion; it’s about maintaining a project aligned with her purpose and role as a mother.”
Key Questions and Answers
- What inspired Lizeth Cuara to start Misty Phases? The lack of support for women’s physical and emotional recovery after childbirth, along with the absence of quality postpartum products.
- How did Lizeth Cuara combine traditional and modern approaches for Misty Phases? By integrating herbal remedies used by grandmothers postpartum with a contemporary vision of female well-being.
- Why did Misty Phases choose TikTok for growth? Because Facebook and Instagram had become less effective for launching new brands, and TikTok offered a platform to educate women on postpartum self-care.
- What challenges did Misty Phases face during expansion? Operational challenges, including logistics and understanding legal documents in both Spanish and English, as well as inventory management issues.
- How did Misty Phases understand and cater to its consumers? By learning about their specific needs, such as saving for postpartum belly bands, and emphasizing product value through clear communication.
- What was the biggest challenge Misty Phases faced during rapid growth? Inventory management, as products sold out quickly and pre-orders were implemented to address this issue.
